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Miller Genuine Draft challenged us with creating a credible music program for the brand by bringing to life the energy and excitement of the world’s greatest cities at night.


The Miller Music Amplified experience was driven by a 360-campaign delivered in 20 global markets. A limited edition Miller Music Amplified can was also produced to drive further interest and engagement in the new platform, whilst a headline key visual was used across all touchpoints, including OOH, On-trade, Off-trade, Digital and Press.  As a result, more than 5000 consumers entered the competition for a chance to win the exceptional 4-day experience and watch Bastille perform live.

After a 6-month campaign, the party arrived in the Argentinian capital, where 800 music fans, guests and competition winners were treated to a range of memorable experiences. Bringing together 15 markets from across the world, the exclusive 4-day event featured four spectacular parties, with performances by four bands from around the world, ten global DJs and a show-stopping 45-minute headline performance by Bastille.


Results from the campaign included: 5000+ consumer entries, 20 markets engaged, 17 performances from artists, a press reach of 7.8 million and a social media reach of more than 155m. The content produced from the exclusive Q&A we hosted in Buenos Aires with Bastille also had a reach of over 200K. We also ran both an On-trade & Off-trade Miller Genuine Draft activation, which saw an average sales increase of 32.5%.